Making Good Sense & Driving Big Business Out of Digital VideoDefining Video for the Digital Age

The video landscape has always been complex and the proliferation of IP-infused devices in offices, living rooms and pockets doesn’t simplify matters.

When we talk about “digital” video, what do we really mean? Are we talking pipes, screens, a specific consumer experience? How can brands, content creators, content owners and technology providers make good sense and big business out of this landscape?

With one eye on what’s now and one eye on what’s next, industry thought leaders breaks down the video marketplace, setting a framework for the day.

With the recent acquisition of Next New Networks, YouTube is looking to super-charge the web’s next generation of content creators. Lance Podell and Tom Pickett share how YouTube will work to develop, package and build audiences around original web programming.

Lance Podell
Director, Global Head of the YouTube Next Lab and Audience Development,
Google

10:20 AM - 11:40 AM

Digital Video Marketplace: Learn From the Solutions Experts

The digital video marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts in the space to see who’s changing the game and to determine which options are best for your business.

The Great White Whale Of Unified MeasurementEvaluating the Impact of Digital Video

There is no shortage of video metrics available in the marketplace, but seemingly infinite choices translate into increased complexity for buyers and sellers. What are the metrics that truly matter in video? Should the online industry speak the language of TV? Regardless, we need to speak the language of brands. Four industry insiders unpack what’s working and what’s needed to help advertisers make measurement make sense.

Madison Avenue has long embraced the value of original web-distributed branded content and now Hollywood is getting into the game. See what happens when major talent partners with major digital players to create an original online series—like Kiefer Sutherland has done with The Confession. Is the web becoming a mainstream platform for content creators and brands?

The Video Buying Revolution: Know What You're Buying and Pay What It's Worth

For years online video has been a challenge for buyers simply because there hasn’t been enough brand-safe, quality inventory available to reach audiences. Now, video advertising exchanges are aggregating massive pools of supply and providing advertisers greater transparency than ever before. Best of all, these auction-based exchanges ensure buyers pay just what the inventory is worth. Learn how video exchanges are allowing advertisers to access to targeted audiences at scale with greater transparency and performance than ever before.

Tim Avila, Vice President, Product Marketing, BrightRoll Exchange

Tremor Media
Room 404, 4th Floor

The What, Why, and WOW ofENGAGEMENT

In case you didn’t hear, Tremor Media publicly thanked Hulu “for drawing big brands out of the box and onto the Web.” They even went so far as to say, “We’ll take it from here.” Where’s here? It’s just an awesome place called Engagement, and it’s where everyone wants to be. Many claim they know the way to engagement, but it’s very hard to get there and even harder to quantify. Tremor Media will show you what's most important when it comes to building engaging video ads, buying media, and evaluating success of your ad spend.

Jason Krebs, Senior Vice President, Chief Media Officer, Tremor Media

Google
Room 405, 4th Floor

YouTube as the New Campfire:Creative Storytelling in the Digital Age

Since the beginning of time, humans have connected through stories and in the past five years, YouTube has emerged as one of the most engaging and powerful storytelling platforms in existence. From the entertaining (Double Rainbow, JK Wedding Dance) to the political (Neda’s story) to the inspiring (the Fully Sick Rapper), the stories that have been told on YouTube are part of our cultural narrative. YouTube is the modern day campfire, allowing people and brands a platform for creative self-expression and social connectivity through video story-telling.

Specific Media
Room 502, 5th Floor

The Future of TV

There have been a lot of discussions around the so-called trend of “cord-cutting,” or consumers dropping their cable plans in favor of online video. Whether that’s true or not, it’s clear that cable companies and broadcasters are racing to make their video content available online – yet few have figured out how to monetize video online effectively. Learn how cable companies are not only increasing viewership of their online video content, but how they are able to monetize it with next-generation, in-stream advertising.

Objects in Mirror Are Closer Than They AppearThe Next Phase of Digital Video—Mobile Video, Apps & the Video Marketplace, Addressable TV, and Co-viewing

Content delivery methods, technologies and devices are evolving at breakneck speed. While the digital industry echo chamber often creates a hype machine, it’s clear that some recently possible technologies are emerging as a new reality in the video marketplace. Four short burst presentations will give you a glimpse into the most explosive areas of video’s next phase.

Mobile Video:

With more and more video being consumed on smartphones and tablets, how can brands and content creators take advantage of this new screen real estate?

Advanced set top boxes are allowing the sophisticated targeting ability of online to move to the living room screen. This creates enormous opportunities for brands to reach consumers; marrying the sight, sound and motion of television with the deeply personalized experience of the web. How can advertisers and content owners take advantage of this growing marketplace?

Join R/GA’s Vin Farrell and Luane Kohnke as they outline the need for a holistic connection between content and analytics. Hear why the model is a successful way to strengthen client-agency relationships and foster more meaningful brand-consumer experiences.

AT&T sought to engage the youth market and get teens to “Rethink Possible.” They partnered with AOL, the Jonas Group and MGX Lab to be a founding sponsor of Cambio, an entertainment platform that connects teens to their favorite artists. Cambio fuses social media, original artist-driven series and user-generated content to adapt and evolve with their engaged teen audience. Hear from the creators about how this idea came to life and learn how this unique interactive video experience can increase user engagement with any brand.